San Diego, CA /
12:02 AM
San Diego, CA /
12:02 AM
Freetown Village: Redesigning Platform Experience and Revenue Sustainability
Freetown Village: Redesigning Platform Experience and Revenue Sustainability
Freetown Village: Redesigning Platform Experience and Revenue Sustainability
Transforming a static nonprofit website into a scalable platform with built-in monetization.
Transforming a static nonprofit website into a scalable platform with built-in monetization.
Transforming a static nonprofit website into a scalable platform with built-in monetization.
RESPONSIBILITIES
RESPONSIBILITIES
RESPONSIBILITIES
User Research
User Research
User Research
User Research
Prototyping
Prototyping
Prototyping
Prototyping
Subscription Model Design
Subscription Model Design
Subscription Model Design
Subscription Model Design
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Community Experience Design
Community Experience Design
Community Experience Design
Community Experience Design
Information Architecture
Information Architecture
Information Architecture
Information Architecture
User Flow Design
User Flow Design
User Flow Design
User Flow Design
Cultural Systems Design
Cultural Systems Design
Cultural Systems Design
Cultural Systems Design
My Role
My Role
My Role
User & Business Research, Experience Strategy, Prototyping
User & Business Research, Experience Strategy, Prototyping
User & Business Research, Experience Strategy, Prototyping
User & Business Research, Experience Strategy, Prototyping
Team
Team
Team
Product Designers, Cultural Partners, Backend Engineers
Product Designers, Cultural Partners, Backend Engineers
Product Designers, Cultural Partners, Backend Engineers
Product Designers, Cultural Partners, Backend Engineers
Duration
Duration
Duration
12 Weeks
12 Weeks
12 Weeks
12 Weeks
Industry
Industry
Industry
B2C
B2C
B2C
B2C
OVERVIEW
OVERVIEW
OVERVIEW
Freetown Village is a living history museum that preserves African American history through live performances, storytelling, and community dialogue. Unlike traditional museums, Freetown Village’s value lies in embodied, shared experiences, not static exhibits.
Freetown Village is a living history museum that preserves African American history through live performances, storytelling, and community dialogue. Unlike traditional museums, Freetown Village’s value lies in embodied, shared experiences, not static exhibits.
Community Driven
Community Driven
Live performances and storytelling that
brings history to life through shared experiences
Live performances and storytelling that
brings history to life through shared experiences
Live performances and storytelling that brings history to life through shared experiences
Live performances and storytelling that brings history to life through shared experiences
Cultural Heritage
Cultural Heritage
Preserving African American history through authentic dialogue and education
Preserving African American history through authentic dialogue and education
Living History
Living History
Dynamic, embodied experiences that
go beyond any traditional museum exhibits
Dynamic, embodied experiences that
go beyond any traditional museum exhibits
Dynamic, embodied experiences that go beyond any traditional museum exhibits
Dynamic, embodied experiences that go beyond any traditional museum exhibits
The final outcome is not just a digital product, but a cultural platform that combines:
The final outcome is not just a digital product, but a cultural platform that combines:
The final outcome is not just a digital product, but a cultural platform that combines:
Watch Parties
A personal 3D museum
Revenue Model
IoT enabled ecosystem
Watch Parties
A personal 3D museum
Revenue Model
IoT enabled ecosystem
Watch Parties
A personal 3D museum
Revenue Model
IoT enabled ecosystem
UNDERSTAND
UNDERSTAND
UNDERSTAND
Research & Problem Definition
Research & Problem Definition
Research & Problem Definition
Research & Problem Definition
This was not approached as a typical “design a feature” problem. We treated it as a systemic challenge across users, culture, business, and technology.
This was not approached as a typical “design a feature” problem. We treated it as a systemic challenge across users, culture, business, and technology.
This was not approached as a typical “design a feature” problem. We treated it as a systemic challenge across users, culture, business, and technology.
Research Methods
Research Methods
Research Methods
Stakeholder Interviews
Stakeholder Interviews
Museum leadership, artists, historians
Museum leadership, artists, historians
Competitive Research
Competitive Research
Identifying market gaps.
Identifying market gaps.
Focus Groups
Focus Groups
Exploring trust and community.
Exploring trust and community.
User Interviews
User Interviews
Understanding user motivations.
Understanding user motivations.
Early Usability Testing
Early Usability Testing
Validating core interactions.
Validating core interactions.
Data Synthesis
Data Synthesis
Synthesizing insights and data.
Synthesizing insights and data.
Stakeholder & Organizational Research
Stakeholder & Organizational Research
Stakeholder & Organizational Research
Key Findings
Key Findings
Key Findings
Key Findings
80% of revenue comes from grants
Grant cycles are competitive and unpredictable
In-person performances are the strongest engagement driver
Current digital presence is informational, not experiential
80% of revenue comes from grants
Grant cycles are competitive and unpredictable
In-person performances are the strongest engagement driver
Current digital presence is informational, not experiential
80% of revenue comes from grants
Grant cycles are competitive and unpredictable
In-person performances are the strongest engagement driver
Current digital presence is informational, not experiential
80% of revenue comes from grants
Grant cycles are competitive and unpredictable
In-person performances are the strongest engagement driver
Current digital presence is informational, not experiential
Competitive Analysis
Competitive Analysis
Competitive Analysis
We Analyzed 4 platforms across culture, education, streaming, and community
We Analyzed 4 platforms across culture, education, streaming, and community
We Analyzed 4 platforms across culture, education, streaming, and community
Content-Rich Platforms
Content-Rich Platforms
High Quality, Low Engagement
High Quality, Low Engagement
Extensive archives
Professional curation
Passive consumption
Low return visits
Community Platforms
Community Platforms
High Engagement, Shallow Depth
High Engagement, Shallow Depth
Active participation
Social connection
Cultural authenticity
Sustainable revenue
Focus Groups
Focus Groups
Focus Groups
3
Focus Groups
6-8
Participants Each
3
Segments
Digital history often feels like reference material, not lived experience
Digital history often feels like reference material, not lived experience
Users want to feel connected to the narrative
Users want to feel connected to the narrative
Trauma-focused narratives dominate online content
Trauma-focused narratives dominate online content
Users want creativity, continuity, and joy alongside struggle
Users want creativity, continuity, and joy alongside struggle
Shared experiences significantly increase emotional resonance
Shared experiences significantly increase emotional resonance
Community amplifies meaning and memory
Community amplifies meaning and memory
User Interviews & Data Synthesis
User Interviews & Data Synthesis
User Interviews & Data Synthesis
Quantitative Signals
Quantitative Signals
Quantitative Signals
Quantitative Signals
79%
79%
of Black teens want deeper historical learning
of Black teens want deeper historical learning
18%
18%
trust social media as an accurate source
trust social media as an accurate source
64%
64%
learn history through informal, lived sources
learn history through informal, lived sources
Synthesized user needs
Synthesized user needs
Synthesized user needs
Trust
Interactivity
Community
Continuity
Early Usability Validation
Early Usability Validation
Early Usability Validation
Before committing to a concept, we validated core assumptions:
Before committing to a concept, we validated core assumptions:
Before committing to a concept, we validated core assumptions:
Solo vs shared learning
Passive vs participatory formats
Presence or absence of progression
Solo vs shared learning
Passive vs participatory formats
Presence or absence of progression
Solo vs shared learning
Passive vs participatory formats
Presence or absence of progression
Solo vs shared learning
Passive vs participatory formats
Presence or absence of progression
Outcome
Outcome
Outcome
Outcome
Shared experiences held attention longer
Passive consumption caused disengagement
Users wanted something lasting after learning
Shared experiences held attention longer
Passive consumption caused disengagement
Users wanted something lasting after learning
Shared experiences held attention longer
Passive consumption caused disengagement
Users wanted something lasting after learning
Shared experiences held attention longer
Passive consumption caused disengagement
Users wanted something lasting after learning
PROBLEM STATEMENT
PROBLEM STATEMENT
PROBLEM STATEMENT
"How might we help people experience African American history together and build lasting cultural ownership, while enabling Freetown Village to scale its mission sustainably beyond physical space?"
"How might we help people experience African American history together and build lasting cultural ownership, while enabling Freetown Village to scale its mission sustainably beyond physical space?"
"How might we help people experience African American history together and build lasting cultural ownership, while enabling Freetown Village to scale its mission sustainably beyond physical space?"
DIVERGE
DIVERGE
DIVERGE
Ideation & Sketching
Ideation & Sketching
Ideation & Sketching
Ideation & Sketching
With a clear problem definition, we explored multiple experience models without prematurely converging.
With a clear problem definition, we explored multiple experience models without prematurely converging.
Concepts Explored
Concepts Explored
Concepts Explored
Static Digital Archive
Static Digital Archive
Course-based Learning
Course-based Learning
Community Forum
Community Forum
Streaming Only
Streaming Only
hybrid live +Progression
hybrid live +Progression
Low-fidelity sketches focused on experience flow, not UI polish:
Low-fidelity sketches focused on experience flow, not UI polish:
How users enter
Where emotional peaks occur
What motivates return visits
How users enter
Where emotional peaks occur
What motivates return visits
How users enter
Where emotional peaks occur
What motivates return visits
How users enter
Where emotional peaks occur
What motivates return visits
Key learning from divergence
Key learning from divergence
Key learning from divergence
Key learning from divergence
No single model worked in isolation.
The strongest concepts combined shared experience with personal ownership.
No single model worked in isolation.
The strongest concepts combined shared experience with personal ownership.
No single model worked in isolation.
The strongest concepts combined shared experience with personal ownership.
No single model worked in isolation.
The strongest concepts combined shared experience with personal ownership.
CONVERGE
CONVERGE
CONVERGE
Decision Making & Solution Selection
Decision Making & Solution Selection
Decision Making & Solution Selection
Decision Making & Solution Selection
From research synthesis, four principles guided all decisions:
From research synthesis, four principles guided all decisions:
From research synthesis, four principles guided all decisions:
From research synthesis, four principles guided all decisions:
01
Trust before scale
Trust before scale
Cultural authenticity is non-negotiable
Cultural authenticity is non-negotiable
02
Participation over consumption
Participation over consumption
Active engagement drives retention
Active engagement drives retention
03
Community over virality
Community over virality
Depth of connection matters more than reach
Depth of connection matters more than reach
04
Progression builds identity
Progression builds identity
Ownership creates lasting engagement
Ownership creates lasting engagement
FINAL SOLUTION
FINAL SOLUTION
FINAL SOLUTION
A digital cultural ecosystem built around two inseparable core experiences, supported by business and IoT layers.
A digital cultural ecosystem built around two inseparable core experiences, supported by business and IoT layers.
A digital cultural ecosystem built around two inseparable core experiences, supported by business and IoT layers.
A digital cultural ecosystem built around two inseparable core experiences, supported by business and IoT layers.
Core Experience 1: Watch Parties
Core Experience 1: Watch Parties
Core Experience 1: Watch Parties
What They Are
What They Are
What They Are
Live & recorded cultural performances
Public and private rooms
Real-time chat, polls & quizzes
Live & recorded cultural performances
Public and private rooms
Real-time chat, polls & quizzes
Live & recorded cultural performances
Public and private rooms
Real-time chat, polls & quizzes
Why Watch Parties
Why Watch Parties
Why Watch Parties
Replicate Freetown village’s in-person performances
Reinforce learning as communal
Build emotional resonance and trust
Replicate Freetown village’s in-person performances
Reinforce learning as communal
Build emotional resonance and trust
Replicate Freetown village’s in-person performances
Reinforce learning as communal
Build emotional resonance and trust
UX Insight: History is remembered socially, not individually.
UX Insight: History is remembered socially, not individually.
UX Insight: History is remembered socially, not individually.
Core Experience 2: Personal 3D Museum
Core Experience 2: Personal 3D Museum
Core Experience 2: Personal 3D Museum
Why a 3D Museum
Why a 3D Museum
Why a 3D Museum
People remember space, not lists
Objects gain meaning through placement
Movement strengthens memory & emotional recall
People remember space, not lists
Objects gain meaning through placement
Movement strengthens memory & emotional recall
People remember space, not lists
Objects gain meaning through placement
Movement strengthens memory & emotional recall
What the 3D Museum Enables
What the 3D Museum Enables
What the 3D Museum Enables
Artifacts are earned, not browsed
Each user builds a personal cultural space
Museums grow over time
Artifacts are earned, not browsed
Each user builds a personal cultural space
Museums grow over time
Artifacts are earned, not browsed
Each user builds a personal cultural space
Museums grow over time
UX Insight: Shared experiences make history feel real, trusted, and communal.
UX Insight: Shared experiences make history feel real, trusted, and communal.
UX Insight: Shared experiences make history feel real, trusted, and communal.
PROTOTYPE
PROTOTYPE
PROTOTYPE
Prototyping Approach
Prototyping Approach
Prototyping Approach
Low-Fidelity
Low-Fidelity
Flow validation
Flow validation
Mid-Fidelity
Mid-Fidelity
Interaction clarity
Interaction clarity
Clickable Prototype
Clickable Prototype
Usability testing
Usability testing
Core Prototype Flows
Core Prototype Flows
Core Prototype Flows
Joining a Watch Party
Joining a Watch Party
Joining a Watch Party
Participating live
Participating live
Participating live
Earning points
Earning points
Earning points
Unlocking an artifact
Unlocking an artifact
Unlocking an artifact
Placing artifacts inside 3DMuseum
Placing artifacts inside 3DMuseum
Placing artifacts inside 3DMuseum
View Prototype
View Prototype
TEST
TEST
TEST
User Testing & Validation
User Testing & Validation
User Testing & Validation
User Testing & Validation
Key learning
Key learning
Key learning
Key learning
Watch Parties were intuitive
The 3D Museum needed clearer onboarding
Users valued ownership more than gamified rewards
Watch Parties were intuitive
The 3D Museum needed clearer onboarding
Users valued ownership more than gamified rewards
Watch Parties were intuitive
The 3D Museum needed clearer onboarding
Users valued ownership more than gamified rewards
Watch Parties were intuitive
The 3D Museum needed clearer onboarding
Users valued ownership more than gamified rewards
LEARN & ITERATE
LEARN & ITERATE
LEARN & ITERATE
Findings & Next Steps
Findings & Next Steps
Findings & Next Steps
Findings & Next Steps
Simplified Museum Onboarding
Simplified Museum Onboarding
Added contextual tooltips and guided first-time experience
Added contextual tooltips and guided first-time experience
Clearer Progression Explanation
Clearer Progression Explanation
Made points system and artifact unlocking more transparent
Made points system and artifact unlocking more transparent
Reduced Cognitive Load
Reduced Cognitive Load
Streamlined 3D navigation controls and interactions
Streamlined 3D navigation controls and interactions
Ethical Donation Prompts
Ethical Donation Prompts
Contextual giving opportunities that never block access
Contextual giving opportunities that never block access
REVENUE MODEL
REVENUE MODEL
REVENUE MODEL
This project treats revenue as part of the experience, not an afterthought.
This project treats revenue as part of the experience, not an afterthought.
This project treats revenue as part of the experience, not an afterthought.
Ticketed Events
Ticketed Events
Donations
Donations
Merchandise
Merchandise
Partnerships
Partnerships
IoT Ecosystem
IoT Ecosystem
IoT Ecosystem
Bridging Physical & Digital Culture
Bridging Physical & Digital Culture
Bridging Physical & Digital Culture
Bridging Physical & Digital Culture
This platform extends beyond screens into an IoT-enabled ecosystem.
This platform extends beyond screens into an IoT-enabled ecosystem.
This platform extends beyond screens into an IoT-enabled ecosystem.
This platform extends beyond screens into an IoT-enabled ecosystem.
IoT Touchpoints
IoT Touchpoints
IoT Touchpoints
IoT Touchpoints
Smart TV casting for watch parties
QR/NFC artifact unlocks at live events
Multi-device syncing
Smart TV casting for watch parties
QR/NFC artifact unlocks at live events
Multi-device syncing
Smart TV casting for watch parties
QR/NFC artifact unlocks at live events
Multi-device syncing
Smart TV casting for watch parties
QR/NFC artifact unlocks at live events
Multi-device syncing
Example flow
Example flow
Example flow
Attend live performance
Attend live performance
Attend live performance
Scan QR
Scan QR
Scan QR
Artifact unlocks
Artifact unlocks
Artifact unlocks
Appears in personal 3D Museum
Appears in personal 3D Museum
Appears in personal 3D Museum
FINAL REFLECTION
FINAL REFLECTION
FINAL REFLECTION
“This project went beyond designing screens to designing a system, where shared experiences create meaning, ownership builds connection, and sustainability supports culture. By combining Watch Parties with a personal 3D Museum, the platform transforms history from something people consume into something they experience together and carry forward.”
“This project went beyond designing screens to designing a system, where shared experiences create meaning, ownership builds connection, and sustainability supports culture. By combining Watch Parties with a personal 3D Museum, the platform transforms history from something people consume into something they experience together and carry forward.”
“This project went beyond designing screens to designing a system, where shared experiences create meaning, ownership builds connection, and sustainability supports culture. By combining Watch Parties with a personal 3D Museum, the platform transforms history from something people consume into something they experience together and carry forward.”
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"From first click to final scroll, let’s create experiences that transcend timelines."
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"From first click to final scroll, let’s create experiences that transcend timelines."
Designed for the Multiverse of Users
"From first click to final scroll, let’s create experiences that transcend timelines."